Startup Systems

Most owners consider themselves product creators and not actual business owners.

It’s easy to be excited about what the company seems to do... to choose our path based on the public’s perception of the output. But once the company has more than one person in it, most of our day is about satisfying the customer, meeting supplier requirements and dancing with the tension of doing our jobs.

Often, we use the product we make as a... See more

Another emotion I picked up in myself and in others is what feels like we’re floating in space a bit. Since the change is so fundamental and a lot of things aren’t figured out, it’s quite hard to navigate yourself within Buffer currently, since nothing feels “fixed” and ever changing these last few months.

I do get the sense that this is somewhat... See more

Marketing strategy: This is the work of positioning, story telling, status and affiliation. It’s understanding network effects, the user experience and the change we seek to make. Good marketing strategy overcomes just about everything else. Some of my books are about this.

Promotion : This is more tactical. It’s coupons and PR and perhaps... See more

Being a founder requires constant calibration between arrogance and humility, optimism and pessimism. You need the arrogance to believe that you have something important to say, but the humility to know most people won’t care. You need the optimism to convince yourself and others (employees, investors, customers) to believe in you. But you need... See more